Big Tobacco, Digital Marketing, and Generation Z

By Ingrid Chang

The advent of the internet age brought revolutionary changes to communication, including corporate marketing strategies. One critical case is the tobacco corporation, which has made use of today’s technology, most notably, digital marketing, as they face increasing regulations in their marketing scope. Digital marketing can be defined as any activity based on desktop and laptop computers and mobile devices to promote products and services. Examples of digital marketing include social media, search engine, websites, and emails. It is extremely powerful in that it allows the collection and tracking of information from individuals, such as their personal information (like age, race, and gender demographics), online activities (including past activity on their website), and geographic locationing. Most do so while they target the specific populations constituting their target audience to maintain their existing customer base, and converting potential users to become long-time customers.

With an extensive history in marketing towards youths to secure who would ideally become life-long dependents and consumers of their products, the use of tobacco industry allows further targeting. Compounded by strategic media representation and suggestion of youth tobacco use, the tobacco industry is exploiting the most vulnerable population there is with early exposure and setting them up for becoming addicted.

And the unfortunate reality is that there is not much policy in place stopping tobacco companies from doing so. They can create ads that resemble the likes of how a beverage or clothing company would appeal to their audience. bright, eye-catching colors, fashionable streetwear, famous influencers, stimulating computer-generated graphics, and inspiring slogans are all neatly delivered in the span of seconds. Influencers of legal age are often collaborators in endorsing the products. However, their main audiences are teenagers.. This strategy is also used in various media through product placement. The most lethal of all is the casualness of these messages, normalizing these severely harmful behaviors. Through digital marketing, corporations can configure their strategies in order to reach audiences of underage populations, of certain neighborhoods, and many other more specific demographics, such as income and ethnicity.

What hurts me the most is that these pictures are intentionally targeting my generation - my very own peers, my friends. These commercials look like they could be ads for skittles or gatorade. In this day and age, the traditional D.A.R.E. (Drug Abuse Resistance Education) curriculum seems out of touch with the complex, intricately crafted and strategic advertising Big Tobacco companies pour millions into perfecting.

Next time you see a tobacco ad — or any health-risking ad — think about who its intended for. Consider contributing to and getting involved with campaigns advocating for stricter marketing regulations. Pay attention to what is happening both nationally and locally, as policies often have a snowball effect that may have significant impact on generations to come.